Japan has a population of over 127 million, 86% of which are active users of the Internet.
Japan will be amongst the top 6 countries globally in terms of internet users in 2018, right after China, India, US, Brazil and Indonesia.
The top social media platfrom in Japan is Line, Twitter, Youtube, Facebook and Instagram.
With more than 26 million people above 65 years old, Japan has a sizable number of senior internet users (>8 million) compared to other countries. Internet usage for age group between 20-49 is nearly 100%.
Total advertising expenditures in Japan were 6.288 trillion yen in 2016 (a 1.9% year-on-year increase). Of this, Online Media accounted for for 1.310 trillion yen, posting double-digit growth of 13.0% compared to the previous year.
Digital ad spend accelerated, while out -of-home and TV are expected to maintain well. Digital ad spend is expected to overtake TV by 2020.
Mobile ad spend is on schedule to command 72% of of the total digital ad spend by 2020.
Here is a quick lowdown on the top Social Media Networks in Japan
Line: LINE is the most frequently used social media in Japan based on monthly average unique users, followed by Facebook and Twitter. Number of LINE users in Japan is 70 million. Number of Line Sticker creators is 610,000. What’s significant about LINE users is that they are active, very active on the daily basis. 71% of users use LINE every day. 96% of users use it every month.
Twitter: According to Twitter, the network saw a 14% increase in users that pushed it above 40 million monthly active users (MAU) in Japan. Twitter Japan’s success is largely due to its mobile-friendliness and anonymity among its network, two factors that have shown to be very important to Japanese social networkers.
YouTube: The number of monthly active users (MAU) at YouTube in Japan in 2020 is forecast to be 39.77 million, an increase from 28.85 million in 2012. Japanese internet users spend more time on multimedia video sites such as YouTube and Niconico than they do on social media platforms, a usage pattern that runs counter to global trends. YouTube's own data places Japan in the top 10 countries globally in terms of watch time, while Niconico – which was founded in 2006 (just one year after YouTube launched in Japan) – had more than 4 million paying subscribers according to its parent company, Dwango. There is a rising trends of video streaming market. For example AbemaTV, a live streaming service operated by Internet advertising agency CyberAgent and TV Asahi, achieved 16 million downloads of its app just one year after being launched. In the sports segment, the Japanese market saw the start of DAZN, a sports streaming service provided by UK-based Perform Group. As for the entertainment segment, ShowLive from DENA has seen 2 million downloads within 4 years in the operations.
Facebook: Monthly active users on Facebook have grown steadily over the years. In 2019, the number of Facebook users in Japan is expected to surpass 30 million, up from almost 29 million in 2017. More than 40% of people in their 30s and 20s are on Facebook.
Instagram: According to recent data from Nielsen and NetRatings Japan Inc., the number of Instagram app users in the country hit 17.1 million in August 2017, a year-over-year increase of 43%. Instagram will see a continuous rapid user gain in Japan. Japan is a country where visual expressions often trump verbal ones, and where cuteness and traditional aesthetics are deeply wedded to popular culture. So it makes sense that Instagram, which is ideal for displaying those cultural mores, is growing in popularity.
In a nutshell, you can use these social media platform differently, depends on your business objective and target audience. Given how young people have turned away from television as a means to consume media, it's essential for brands to adopt the new media.
Top Influencer Marketing Statistics Every Marketer Should Know
- 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities.
- 86% of women turn to social networks before making a purchase.
- 32% of influencers who currently work with brands cite Facebook as the best platform, followed by Instagram at 24%.
- 71% of consumers are more likely to make a purchase based on a social media reference.
- 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands, themselves.
- 57% of beauty and fashion companies use influencers as part of their marketing strategies.
- On average, businesses generate $6.50 for every $1 invested in influencer marketing.